Yesterday, Target yanked an online ad for a plus-size dress after a social media firestorm erupted over the fact that the garment was modeled on a pregnant woman.

A Jezebel blogger pointed out that the plus-size Merona V-Neck Maxi Dress was being worn by a skinny pregnant woman with a swollen belly.

Rebecca Rose jokes: “Wondering why you always have such a hard time finding good plus-size options at retailer Target? Maybe it’s because you’re not pregnant!”

News quickly spread about the retailer’s embarrassing blunder and screen shots of the Target page were shared on Twitter and Facebook. “As if the term plus-size wasn’t disturbing enough, now Target thinks it means ‘pregnant,’” one Twitter user wrote. Media outlets from the Huffington Post to the Daily Mail picked up the story.

Yesterday afternoon Target responded to the mess. A spokesperson told the Huffington Post: “We apologize for any discomfort or offense this error might have caused. As soon as we were made aware of the error, we worked to remove the image from Target.com. This error was completely unintentional and the result of an unfortunate oversight. We appreciate the error being called to our attention and will work hard to ensure something like this doesn’t happen again.”

Why did this mistake ever happen in the first place? The spokesperson said it was the result of a labeling error.

This isn’t the first time Target has come under fire for causing outrage around its plus-size line. Last year, an online shopper noticed that the retailer had described the color of one of its plus-size dresses as “Manatee Gray.” The color of the standard size of the same style dress was called “Dark Heather Gray.” The shopper pointed out the discrepancy on Twitter and Target eventually changed the insensitive name for the color of the plus-size garment.